Melco Resorts & Entertainment needed an agile and creative PR partner to implement a multi-faceted PR strategy to support the launch of Europe’s first integrated resort, City of Dreams Mediterranean. The team at Platform 195 stepped in to create PR magic.
City of Dreams Mediterranean is a unique proposition in Europe – a Las Vegas-style super resort combining high-end restaurants, elegant lodgings, a full retail offering, luxury spa and children’s amenities plus a bustling casino. There’s even a pro tennis academy led by former Wimbledon semi-finalist Marcos Baghdatis. Parent company Melco Resorts & Entertainment approached us to work with them to create a three-stage PR strategy to support the opening of the resort. Firstly, building brand awareness in the run-up to the launch, then press coverage to celebrate the opening, and lastly, a post-launch press trip and influencer campaign. To further support this strategy, the team created a rolling press office to deal with enquiries as they happened. We developed and initiated a comprehensive three-stage strategy across pre-launch, launch and post launch. The pre-launch activities included: Team immersion and idea generation, Press pack preparation, Media relationship building and pitching. The launch activities included: Launch events in-situ, Rolling story based press releases, Corporate communications and crisis management. The post-launch activities included: Press trip for hero media, Influencer activation, News jacking to secure coverage. Through these combined activities the team was able to drive a huge brand awareness campaign for the resort, with press coverage secured in national titles including The Sunday Times, Daily Mail, The Sun, The Week, Forbes and many more trade and consumer titles, ultimately reaching over 120 million and generating several hundred thousand Euros of Advertising Value Equivalency.
City of Dreams Mediterranean is a unique proposition in Europe – a Las Vegas-style super resort combining high-end restaurants, elegant lodgings, a full retail offering, luxury spa and children’s amenities plus a bustling casino. There’s even a pro tennis academy led by former Wimbledon semi-finalist Marcos Baghdatis.
Parent company Melco Resorts & Entertainment approached Platform 195 to create a three-stage PR strategy to support the opening of the resort. This involved building brand awareness in the run-up to the launch, before generating press coverage to celebrate the opening, and coordinating a post-launch press trip and influencer campaign.
The team created a rolling press office to deal with enquiries as they happened and developed and initiated a comprehensive three-stage strategy across pre-launch, launch and post launch.
Pre-launch activities included: Team immersion and idea generation; press pack preparation; and media relationship building and pitching. The launch activities included: Launch events in-situ; rolling story based press releases; corporate communications; and crisis management. Finally, the post-launch activities included: An engaging press trip for hero media; influencer activation; and news jacking to secure coverage.
Through these combined activities the team was able to drive a huge brand awareness campaign for the resort, with press coverage secured in national titles including The Sunday Times, Daily Mail, The Sun, The Week, Forbes and many more trade and consumer titles, ultimately reaching over 120 million consumers and generating several hundred thousand Euros of Advertising Value Equivalency.
Platform 195 is a retail media solutions and marketing company specialised in travel and sustainability. The team has decades of experience building award-winning media organisations within tour operators, OTAs, hotels & airlines and delivering outstanding full-funnel strategy, creative and implementation for brands. We have a culture of constant innovation, brilliant client service, total sector expertise and best-in-market products and services. Our Retail Media team integrates the most experienced people and best technology and data in the marketplace. By supercharging advertising and partner-marketing we deliver significant incremental revenue on e-commerce sites, in app, on inflight media and through social and programmatic channels.
Our proprietary omni-channel Travel Media platform, Uplift Ads, is designed to help you save time and cost through connected, efficient delivery and reporting across all digital touchpoints and multi-channel partnerships. It scales to accommodate thousands of suppliers across channels and source markets. Our award-winning Intelligent Marketing team delivers integrated partnerships, brand and performance marketing. We use the best people, creative, data and technology to make your marketing effective, giving you access to social and programmatic display marketing at scale, as well as insight, creative ideation, content production, influencer marketing, and PR.
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